Responsible ranching: animations, cards and infographics for TNC

In the second phase of the Partnerships for Responsible Agriculture Program, TNC took on the task of bringing farmers, especially those blocked by meatpackers over deforestation, back to environmental compliance and legal sales. Ranchers felt little motivation to bring their farms into compliance and distrusted NGOs and tracking platforms. CAR, the Rural Environmental Registry, the state plans and the Conecta platform had to be explained in language that would reach the countryside, in short videos and cards that travel well on WhatsApp.

We produced five animations: what the Partnership for Responsible Agriculture is, how state plans help blocked farms return to legal trade, why the CAR is a property's most important document ("if you want to be profitable, you need to look good in the picture"), what makes a good rancher a good manager, and what the next steps are in Mato Grosso and Pará. Each video was delivered with Portuguese and English subtitles.

We wrote and illustrated a series of cards in producer-to-producer language: "Cattle are for fattening, not for stockpiling", well-managed pasture, financial management with a notebook and calculator, trees in the pasture, animal welfare and the certificates needed to sell to meatpackers again.

We also developed ten infographics, including one on how to engage small producers in Pará in environmental compliance, with data from the Beef TAC (the meatpacking industry's conduct adjustment agreement), the CAR, and the case of a farm that regularized its registry with support from TNC and SEMAS-PA.